The Vagueness Identity of Sign Toward “A-Mild” Cigarette Advertisement
ISSN 2549-5607
The 1st International Conference on Language, Literature and Teaching
THE VAGUENESS IDENTITY OF SIGN TOWARD A MILD
CIGARETTE ADVERTISEMENT
1
Nidya Fitri1)
Indonesia Dharmas University West Sumatera
email: [email protected]
Abstract
This article is aimed at explaining form, function, and meaning of sign in A Mild cigarette
advertisement. The analysis focuses on how form, function, meaning are represented as
vagueness identity of sign toward a Mild cigarette advertisement. This research uses descriptive
qualitative approach. The method in collecting the data is non participant observational method
using recording and note taking techniques. The data is analyzed using referential technique
and researcher’s intuition. The results show that there are forms of sign in written form and
spoken form. There are also two out of ive functions of sign stated by an expert: (1) directive
function which includes persuasion, suggestion, and inluence; (2) co-missive function which
includes threatening and capability. Furthermore, the meaning of sign is produced by including
false sign and hyper-reality sign toward A Mild cigarette Advertisement. Based on the result of
meaning production, it is found that false and hyper-reality sign represent vagueness identity
because the reality phenomena in A Mild cigarette Advertisement expresses phenomena outside
the advertisement itself.
Keywords: Vagueness, sign, advertisement
Abstrak
Artikel ini bertujuan untuk menjelaskan bentuk, fungsi, dan makna tanda pada Iklan Rokok A Mild.
Analisis data berfokus pada bagaimana bentuk, fungsi, dan makna direpresentasikan sebagai
tersamarkannya identitas tanda menuju pada iklan rokok A Mild. Penelitian ini adalah deskriptif
pendekatan kualitatif. Metode dalam mengumpulkan data adalah metode simak bebas libat cakap
dengan menggunakan teknik rekaman dan teknik mencatat. Analisis data menggunakan metode
padan bersifat referensial dan intuisi peneliti. Ada beberapa hasil penelitian; pertama, bentuk
tanda dalam bentuk tertulis dan lisan. Kedua, ada dua dari lima fungsi tanda yang ditemukan
dalam iklan rokok A Mild, yaitu fungsi direktif (1) meliputi persuasi, saran, dan pengaruh; (2)
fungsi co-missive termasuk mengancam dan mampu. Ketiga, ada makna tanda yang dihasilkan
mencakup tanda palsu dan tanda hiper-realitas pada iklan rokok A Mild. Berdasarkan hasil
makna yang di produksi, yaitu tanda palsu dan tanda hiper-realitas direpresentasikan sebagai
tersamarnya identitas dalam iklan rokok A Mild karena fenomena tersebut berapada di luar iklan
rokok A Mild itu sendiri.
Kata kunci: penyamaran, tanda, iklan
INTRODUCTION
Advertising news is the action to encourage or persuade audience to goods and services; 2
notice to audience regarding the goods or services sold on mass media (such as newspapers
and magazines) or in public places (KKBI, 2008:894). Advertising in the mass media can be
categorized into the print media, electronic media, media ilm, mass media, media education,
media and advertising. First, the print media is the means of mass media printed and published
386
The 1st International Conference on Language, Literature and Teaching
ISSN 2549-5607
periodically, such as newspapers, magazines. Second, the electronic media are the means of mass
media that use electronic tools such as modem, radio, television, and ilm. Third, ilm is a medium
of mass media that broadcast particular information using ilm equipment (ilm, projector, screen)
or the connecting tool in the form of ilms. Fourth, the mass media use oicial channel as a means
of communication tool to spread the news and the message to the wider community. Fifth, media
education is the tool or the material used in the process of teaching or learning. So, advertising is
the most efective media in conveying message because it is a composite of several media namely
electronic media in order to make the message is received quickly to wider community.
One of the most efective advertising media to convey a message is A Mild cigarette advertising.
A Mild cigarette advertising is one of the famous brand of cigarettes in Indonesia. Smoking
A Mild is one brand of the products from PT HM Sampoerna Tbk. The company is one of the
largest companies in Indonesia. In the company of the site, A Mild is equal as Dji Sam Soe,
Sampoerna Avolution green. The representation of language through spoken and written forms
in the advertisement contains a lot of meaning and sign delivered by the advertiser. The mark
can also be known much beyond the meaning. It is vague. Therefore, advertising which plays an
important role in conveying information simultaneously contains hidden meaning. It is done in
order that the message can be accepted and can afect the audience who watch the advertisement.
A Mild cigarette advertising is capable of gaining public attention because the advertiser makes
the advertisement so creative that it arouses people interest to watch it on television. The advertiser
tried to make the advertisement as attractive as possible by creating a story and inserting advertising
messages. The message illustrates the use of verbal and non verbal languages. It is an efort of the
advertiser to persuade the society through the message. In addition, A Mild cigarette brand has
ever got an award competition in the band A Mild Live Wanted in 2007 in Indonesia. Thus, based
on the reason explained in the background, the researcher chose A Mild cigarette advertising as
an object of research with the research entitled “The Vagueness Identity of Sign toward A Mild
Cigarette Advertisement”
Based on the description in the background, some problems can be formulated as follows: “What
are form, function, and meaning of the sign in A Mild cigarette advertisement?” Among the three
problems above, the purpose of this research is to explore the form, function, and meaning of
the sign in A Mild cigarette advertisement. To analyze the three problems in the background
above, it is necessary to describe the theory and review the literature which is relevant to this
research. Research conducted by Arsyad (2013) entitled “Representation of creativity in A Mild
advertising Version of Sampoerna People Dreamer (Roland Barthes Semiotic Analysis)” ind that
copy writers try to afect the audience not only to dream, but also take an efort to realize it. In the
A Mild advertisement version of Sampoerna cigarettes people are dreamers; they are required to
have high creativity. One of the driving factors is creativity, imagination, and ideas. In addition, in
A Mild cigarette advertisement Sampoerna version people dreamers contains a satire that presents
the reality of the condition of the Indonesia in the future.
In 2012, in Afandi’s research entitled “A Mild Advertisement version should easily make it diicult
(Semiotic Pierce analysis)” there is social criticism message in the satire form to the Government.
Those advertisements showed that the community was compounded in the process of asking for
the stamp. Overall this A Mild advertisement give critiques the performance of the Government
during the new order with icons focusing on the ruler of the new regime. Especially the new
order regime of discrimination against ethnic Chinese which was compounded in nationality was
granted status as well as social activities culture. Whereas, behind the social criticism illustrated
in A Mild cigarette advertising, there is a sales strategy that gets around government rules that
prohibit cigarette advertisement serving directly. It is to create the ideology of consumerism in
advertising impressions that is indirectly telling the audience to purchase cigarettes. How to
attract consumers through advertising impressions creatively and make the audience attracted by
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The 1st International Conference on Language, Literature and Teaching
the display in the visualization of the story A Mild cigarette advertisement.
In accordance with review of the literature above, theory is also necessary to discuss and answer
the problems in the vagueness identity of sign toward A Mild cigarette advertisement. First, at the
start with the analysis of the form of sign, this step involves written and oral forms. Second, the
function of the sign is analyzed using the theory of acts proposed by Searle (Yule, 1996:35). In the
theory, Searle stated that acts is divided into the ive language functions. The irst is representative
functions that follow the binding of speakers saying the truth including state, demand, recognize
report, show, and mention, give witness, and speculate, and so on. The second is directive function,
i.e. acts of speakers ‘ saying intended to let partners do the action mentioned in the speech like
force, invite, sent, urging, pleading, recommend, rule, and challenging. The third following the
speakers ‘ saying intended to evaluate of the things mentioned in the speech including praise,
thank, criticize, complain, blame, congratulate, and latter. The fourth function of commisive, i.e.
a binding of speakers saying to carry out what is mentioned in the utterances, such as promise,
swear, threaten, and state its capacity. The ifth is declarative function, i.e. acts of speakers ‘
saying intended to create it (status, circumstances, and so on), such as validating, decide, cancel,
prohibit, permit, grant, classify, and forgive.
Third, the application of semiotic proposed by Barthes is to explore the meaning of the sign that
take the stages of signiicance. The irst stage is related to the signiicance meaning mentioned
in denotative with the connotation signiicance. The stage can be obtained from myth and
ideology that is formed from the concept of thinking in society. To distinguish between the terms
used in the irst level, Barthes’ semiotic uses three diferent terms, namely, concept, form and
signiication. Mean = form, signiier signiied = concept, sign = signiication. As a system of twolevel semiotic, myths adopts the system as the foundation of the irst semiotic level. So myth is a
system that consists of a combined system of linguistics and semiotic system (Sunardi, 2002:104)
in the community. The irst stage of semiotics denotative sign consists of signiier and signiied,
while semiotics stage of both (connotation) signs consist of connotative signiier and signiied
connotative. In denotative we’ll see pictures or photos for granted, without any meaning behind
the image (photo). Then it became a cornerstone in denotative for the second level of semiotics
(connotation and myth) in which connotation is indeed built upon denoted. In the connotations we
elaborate the meaning of what’s behind that photo then we can pull a myth from it, and once we
know it, we can determine its ideology.
According to Barthes (Sawirman, 2005:115) the signiicance of the irst stage (denoted) is the
meaning of the sign, while the signiicance of the second stage (connotation) is the meaning that
is subjective or inter-subjective. For example is the word “corruption” with “kickbacks” money.
The following table can be used in analyzing the data.
Tabel 1. Barthes’s Signiication Phase
1
Signiier
2
Denotative
meaning
Signiied
3
Sign
I. Signiier
II. Signiied
III. Sign
Connotative
meaning
According to Eco (Piliang, 2003:40), every sign, meaning, the user of the sign, and the process of
signiication is a false sign. Thus, the relation between the sign, meaning, and reality (reference) is
something which has simulation. Simulation is the creation of reality based outside of reality in the
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real world as a reference, which is known as the reality of the second reality (Piliang, 2003:48-49).
In other words, the second reality was created by the help of technology sophistication. It makes
the second reality look like a real reality. As a result, the sign is uniied with reality. Meanwhile,
the process of formation in meaning is on the phase of denotative meanings as well through the
process of simulation. This process is deliberately created by advertisers so that the meaning
conveyed can be understood by the audience or readers. Simulation as the object cannot do and
get nothing except doing the simulation on an ongoing basis so that it could explain the object
captured by the reader as the object (Sunardi, 2002:45). Some experts stated that simulation is the
process of creating tangible through human reality so that references enabling the supernatural,
making the illusion, fantasy, fanciful become evident (Piliang, 2003:16)
Furthermore, signs, meanings, and the user of the sign have potentially a sign of deception
false sign, pseudo sign, and superlative sign. The false sign is a sign using wrong marker (false
signiier) to explain a concept that is wrong (Piliang, 2003:54). In addition, the false (pseudo
sign) is a sign which is not genuine, imitative, and tend to be less realistic; the reduction was
either a signiier. Signiiers tend to have true meaning, but the meaning is actually false (Piliang,
2003:54). In addition, the sign of extremes (superlative sign) is the sign shown in a model of
extreme signiication (hyper-signiication), such as intensiication of reality, an increase in the
efect, and a secondary meaning (extremity), which is more prominent than actual reality so that
a sign of being in the world, with engineering and make a mark out of touch with reality that he
presented with the sign hyperrealists.
RESEARCH METHOD
In a study, the results of research or rules are very important. Finding a rule requires certain ways
with methods and research techniques. This research uses descriptive research with qualitative
approach. This study aims to explain and describe the form of written and spoken forms, function,
and meaning of the sign in “The vagueness identity of sign toward A Mild cigarette advertisement”.
In addition, descriptive research can see the problems based on phenomena and facts in A Mild
cigarette advertisement. The results obtained can be said to be a portrait (Sudaryanto, 1993:8).
The data is a sign in A Mild cigarette advertising, either in the form of written and oral form. The
data is derived from electronic media, namely television, internet, and print media (billboards).
The research not directly takes place where advertising data published. In addition, the researcher
took the data from the billboards in A Mild cigarette advertising billboards. Data collection is
done using the observational method. The method used in collecting data was non participant
method because the researcher only recorded the data directly from a data source instead of
directly involved in the conversation (Sudaryanto, 1993:134). Distributional method was used to
analyze the data because oral and written forms data should be suitable with facts and phenomena
that occur outside A Mild cigarette advertisement.
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FINDINGS AND DISCUSSION
Figure 1. Storyboard A Mild Cigarette Advertisement theme Go Ahead in beach
Data 1: A Mild Cigarette Advertisement Go Ahead version in the beach
Tanda lingual
Go Ahead
“Lanjutkan”
(1.a.1)
(1.a.3)
(1.a.2)
(1.a.4)
Gambar 1
A Mild Cigarette Advertisement Go Ahead
version in the beach
Sumber
(http://www.youtube.com/
watch?v=MClXnaL81Rg)
The situation in the data 1 shows that the activity done was accompanied by music. A man
with short black curly hair on a beach who was confused cleaned the boards suring. He looked
unconident. No one got involved in suring. The situation seems confusing and for Indonesian
country in inding and solving the problem. Then, suddenly lot of people want to surf or do other
activities at the beach. In the end, a man was no doubt and conident to surf on the beach. The
situation implies that audiences should have positive thinking in further life.
Based on description and representation of the table above, the social realities happens outside the
text advertisement is the launch of trade cooperation between Indonesia and China. Moreover,
the text outside the advertisement is relected in verbal form. The irst is Go ahead. According
to the Oxford Advanced Learner’s Dictionary (2008:36), go ahead is to continue. Through this
verbal form, advertisers provide a solution to continue the life that has been lived before. The
second is the letter “A” Logo on the writing goes ahead. The position of red color is at the bottom
right corner of the image. The red color is used to reduce the sense of advertisers burdened by
the problem that is going on in Indonesia by purchasing A Mild cigarette product brand. Third,
a verbal form above is supported by advertising images in the form of non-verbal, i.e. man
with short black curly hair on a beach who was confused cleaned the boards suring. He looked
unconident. No one got involved in joining suring. The attitude of the man who looked confused
and unconident is a sign of unpreparedness in Indonesia which have problems at that time. Then,
suddenly a lot of people join and do various activities at the beach. It can be inferred from the
situation that reader or audience still has a lot of positive things that can be done. In the end, a
man who was conident to surf on the beach shows that the advertisers give an expectation on the
reader or audience to be positive in life.
It can be seen from the interpretation above that there are several functions of advertising. The
irst function is directive in which advertisers suggest the reader or audience to be optimistic
in facing problems. Second, the function of commisive shows that the advertiser suggested to
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remain conident to the Indonesian. The form of verbal and non-verbal and the function above
relects the process of getting meaning in advertising images. First, simulation process is the
creation of a real model which represents fact or reality, otherwise it can produce false sign and
hyperrealists which efect verbal form in the picture with the circumstances actually happened
outside the ad text. Second, false sign, hyper reality sign, and the relationship between inside and
outside of text create myth to bring a sense of trust on smoking A Mild cigarette. After that, the
myth is transformed into an ideology which creates believe system about smoking, such as the
substances nicotine in cigarettes can make the audience against smoking addiction so that not to
mention the dangers posed by smoking.
Figure 2. Storyboard A Mild Cigarette Advertisement theme Go Ahead in Oice
Data 2: A Mild Cigarette Advertisement Go Ahead version in Oice
Tanda lingual
Go Ahead
“Lanjutkan”
(1.b.1)
(1.b.2)
(1.b.3)
(1.b.4)
Gambar 2
A Mild Cigarette Advertisement Go Ahead
version in Oice
Sumber
(http://www.youtube.com/
watch?v=MClXnaL81Rg)
It can be seen from the advertisement that there an event accompanied by music in a beach where
there is a handsome man, wearing a white shirt, with short black hair and with high conidence.
However, the man has no black shadow color following him. Then, people in a bus have their own
shadows. The above description of the situation is the verbal form contained in A Mild cigarette.
Meanwhile, a form of non-verbal is the go ahead.
The table and the social realities that are happening outside of advertisement text show a growing
problem in Indonesia which afect the performance of the younger generation. The description of
the text outside of the advertisement also relates to text in advertisement through the form of nonverbal, namely: irst, “go ahead” meaning continue (see 6). Advertiser gives solution whatever
the problem come, but life must go on. Second, verbal form also support non-verbal form, i.e.
images (2. b. 1) of a handsome man, wearing a white shirt, with short black hair and with high
self conidence tends to interpret the spirit of the young generation. Images (2. b. 2) show the guy
who has black color shadow which follows him, as if the man was thinking about the problems on
his mind. Images (2. b. 3) show a man in a bus, people, and their own shadows relect thinking of
their own problems. Images (2. b. 4) show men who look sympathy to women who were next to
him, which symbolizes that every problem must have solution.
On the basis of the combination between verbal and non-verbal form above, the sign functions are
directive and commisive. Directive function is the reality relected outside the advertisement text,
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so the advertiser suggests the reader or audience to buy smoking A Mild cigarette. Commisive
function shows that the advertiser provides a motivation and willingness to face the problem. The
explanation of verbal, non verbal form, sign function in advertisement image, show that there are
several simulation processes of meaning. Reality creation refers to outside of reality itself as its
reference become second reality and produce false sign and hyper reality sign, then signs imitate
and lose contact with the reality. This case is caused by media in combination between verbal
and non-verbal forms. Then, a myth is created and make audience believe to consume A Mild
cigarette. The myth becomes ideology, and they grow become a system values and create such a
behavior to consume A Mild cigarette.
Figure 3. Storyboard A Mild Cigarette Advertisement theme Go Ahead in swimming Pool
Data 3: A Mild Cigarette Advertisement Go Ahead version in Swimming Pool
Tanda lingual
Go Ahead
“Lanjutkan”
(3.c.1)
(3.c.3)
(3.c.2)
(3.c.4)
Gambar 2
A Mild Cigarette Advertisement Go Ahead
version in Swimming Pool
Sumber
(http://www.youtube.com/
watch?v=MClXnaL81Rg)
In Data 3, it is illustrated that music is played accompanying an event. A fat man who is not
conident, less satisied with joy expressions is walking near a pool. When he will plunge over the
pool diving board he seems doubt, but the shadow following him convinces him. In the end, the
man leaps from the pool conidently, happily, and cheerfully.
The illustration and the context of the situation outside of the advertisement describes the hesitant
attitude owned by younger generation facing problems in Indonesia. In addition, the description
of the context situation outside the advertising related to the context of the situation in the in-text
advertisement itself through a form of verbal and non-verbal; go ahead which means continue
(see 6). The advertisers suggest the reader or the audience to always think ahead to achieve the
ideals in the future. Moreover, there is a form of verbal signs in advertisements, namely image
(3. c. 1) shows a fat man, less conident, less joyful with satisfaction expressions in the pool. The
description above is a sign of man unpreparedness from the image (3. c. 1) in facing the problem.
Image (3. c. 2 and 3.c.3) shows when the man would jump on top of any swimming pool diving
board he seemed in doubt. However, black color shadows always follow and convince him. The
description implies that there is a need for encouragement and support from people around who
can afect the spirit of the man’s life. Image (3. c. 4) shows a man who jumps from the pool looks
conident, satisied, and joyful. The image (3. c. 4) tend to be deined as a strong mental attitude to
face all of the problems occur. Later, the use of verbal and non-verbal forms above aims to attract
the sympathy of the audience or readers in order to buy A Mild cigarette.
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Seen from the representation of verbal and non-verbal form of the picture above, there is also a
function of the sign delivered by the advertisers, i.e. the commisive and directive. First, directive
function occurs when advertisers suggest readers to be hesitant and irm in living the life. Second,
commisive function can be seen from the interpretation that the advertisers suggest the readers to
be conident and able to face various issues in life. In verbal and non-verbal forms and functions
of the advertising sign above, there are processes of meaning to receive message to audience.
First, simulation process constitutes a process of creating reality found in the advertisement image
referring to truth reality, whereas second reality produces false sign and hyper reality sign. Second,
indirectly there is a myth that inhabits the audience mindset to believe in A Mild cigarette. It can
create the ideology which makes audience believe and think that it is true, i.e. consuming A Mild
cigarette.
CONCLUSION
Based on the research results and discussion above, the conclusion is as follows.
1. The form of the sign in A Mild cigarette advertising can be divided into two categories,
namely: verbal and non-verbal form, such as a picture, a symbol, and logo.
2. Related to the language theory proposed by Searle, A Mild cigarette ad relects two functions
of the ive functions, namely directive function and commisive functions.
3. A Mild cigarette Advertisement meaning that transcends the reality actually comes from a
false sign and the sign of hyper reality.
REFERENCES
Afandi, Zainul. 2012. Analisis Semiotika pada Iklan Rokok A Mild versi Harusnya Gampang
Dibikin Susah. Thesis. Malang: Universitas Muhammadiyah Malang.
Arsyad, Ibrahim. 2013. Representasi Kreatiitas Iklan Rokok A Mild Sampoerna versi Orang
Pemimpi (analisis semiotik roland barthes). Skripsi. Surabaya: Institut Agama Islam Negeri
Sunan Ampel.
Barthes, Roland. 1976. Mythology. London: Paladin Book.
Depdikbud. 2008. Kamus Besar Bahasa Indoesia. Jakarta: Balai Pustaka.
Hornby, A.S. 2008. Oxford Advanced Learner’s Dictionary of Current English. Oxford: Oxford
University Press.
Lavinson, SC. 1994. Pragmatics. Cambridge: Cambridge University Press.
Piliang, Yasraf Amir. 2012. Semiotika dan Hipersemiotika (Kode, Gaya dan Matinya Makna).
Bandung: Matahari.
Sawirman. 2005. Simbol Lingual Teks Politik Tan Malaka: Eksplorasi, Siginiikasi, dan
Transigurasi Interteks. Disertasi. Bali: Universitas Udayana Denpasar.
Sudaryanto. 1993. Metode dan Aneka Teknik Analisis Bahasa. Jakarta: Duta Wacana University
Press.
Sunardi, ST. 2002. Semiotika Negativa. Yoyakarta: Perpustakaan Nasional RI.
Yule, George. 1996. Pragmatics. Oxford. Oxford University Press.
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The 1st International Conference on Language, Literature and Teaching
THE VAGUENESS IDENTITY OF SIGN TOWARD A MILD
CIGARETTE ADVERTISEMENT
1
Nidya Fitri1)
Indonesia Dharmas University West Sumatera
email: [email protected]
Abstract
This article is aimed at explaining form, function, and meaning of sign in A Mild cigarette
advertisement. The analysis focuses on how form, function, meaning are represented as
vagueness identity of sign toward a Mild cigarette advertisement. This research uses descriptive
qualitative approach. The method in collecting the data is non participant observational method
using recording and note taking techniques. The data is analyzed using referential technique
and researcher’s intuition. The results show that there are forms of sign in written form and
spoken form. There are also two out of ive functions of sign stated by an expert: (1) directive
function which includes persuasion, suggestion, and inluence; (2) co-missive function which
includes threatening and capability. Furthermore, the meaning of sign is produced by including
false sign and hyper-reality sign toward A Mild cigarette Advertisement. Based on the result of
meaning production, it is found that false and hyper-reality sign represent vagueness identity
because the reality phenomena in A Mild cigarette Advertisement expresses phenomena outside
the advertisement itself.
Keywords: Vagueness, sign, advertisement
Abstrak
Artikel ini bertujuan untuk menjelaskan bentuk, fungsi, dan makna tanda pada Iklan Rokok A Mild.
Analisis data berfokus pada bagaimana bentuk, fungsi, dan makna direpresentasikan sebagai
tersamarkannya identitas tanda menuju pada iklan rokok A Mild. Penelitian ini adalah deskriptif
pendekatan kualitatif. Metode dalam mengumpulkan data adalah metode simak bebas libat cakap
dengan menggunakan teknik rekaman dan teknik mencatat. Analisis data menggunakan metode
padan bersifat referensial dan intuisi peneliti. Ada beberapa hasil penelitian; pertama, bentuk
tanda dalam bentuk tertulis dan lisan. Kedua, ada dua dari lima fungsi tanda yang ditemukan
dalam iklan rokok A Mild, yaitu fungsi direktif (1) meliputi persuasi, saran, dan pengaruh; (2)
fungsi co-missive termasuk mengancam dan mampu. Ketiga, ada makna tanda yang dihasilkan
mencakup tanda palsu dan tanda hiper-realitas pada iklan rokok A Mild. Berdasarkan hasil
makna yang di produksi, yaitu tanda palsu dan tanda hiper-realitas direpresentasikan sebagai
tersamarnya identitas dalam iklan rokok A Mild karena fenomena tersebut berapada di luar iklan
rokok A Mild itu sendiri.
Kata kunci: penyamaran, tanda, iklan
INTRODUCTION
Advertising news is the action to encourage or persuade audience to goods and services; 2
notice to audience regarding the goods or services sold on mass media (such as newspapers
and magazines) or in public places (KKBI, 2008:894). Advertising in the mass media can be
categorized into the print media, electronic media, media ilm, mass media, media education,
media and advertising. First, the print media is the means of mass media printed and published
386
The 1st International Conference on Language, Literature and Teaching
ISSN 2549-5607
periodically, such as newspapers, magazines. Second, the electronic media are the means of mass
media that use electronic tools such as modem, radio, television, and ilm. Third, ilm is a medium
of mass media that broadcast particular information using ilm equipment (ilm, projector, screen)
or the connecting tool in the form of ilms. Fourth, the mass media use oicial channel as a means
of communication tool to spread the news and the message to the wider community. Fifth, media
education is the tool or the material used in the process of teaching or learning. So, advertising is
the most efective media in conveying message because it is a composite of several media namely
electronic media in order to make the message is received quickly to wider community.
One of the most efective advertising media to convey a message is A Mild cigarette advertising.
A Mild cigarette advertising is one of the famous brand of cigarettes in Indonesia. Smoking
A Mild is one brand of the products from PT HM Sampoerna Tbk. The company is one of the
largest companies in Indonesia. In the company of the site, A Mild is equal as Dji Sam Soe,
Sampoerna Avolution green. The representation of language through spoken and written forms
in the advertisement contains a lot of meaning and sign delivered by the advertiser. The mark
can also be known much beyond the meaning. It is vague. Therefore, advertising which plays an
important role in conveying information simultaneously contains hidden meaning. It is done in
order that the message can be accepted and can afect the audience who watch the advertisement.
A Mild cigarette advertising is capable of gaining public attention because the advertiser makes
the advertisement so creative that it arouses people interest to watch it on television. The advertiser
tried to make the advertisement as attractive as possible by creating a story and inserting advertising
messages. The message illustrates the use of verbal and non verbal languages. It is an efort of the
advertiser to persuade the society through the message. In addition, A Mild cigarette brand has
ever got an award competition in the band A Mild Live Wanted in 2007 in Indonesia. Thus, based
on the reason explained in the background, the researcher chose A Mild cigarette advertising as
an object of research with the research entitled “The Vagueness Identity of Sign toward A Mild
Cigarette Advertisement”
Based on the description in the background, some problems can be formulated as follows: “What
are form, function, and meaning of the sign in A Mild cigarette advertisement?” Among the three
problems above, the purpose of this research is to explore the form, function, and meaning of
the sign in A Mild cigarette advertisement. To analyze the three problems in the background
above, it is necessary to describe the theory and review the literature which is relevant to this
research. Research conducted by Arsyad (2013) entitled “Representation of creativity in A Mild
advertising Version of Sampoerna People Dreamer (Roland Barthes Semiotic Analysis)” ind that
copy writers try to afect the audience not only to dream, but also take an efort to realize it. In the
A Mild advertisement version of Sampoerna cigarettes people are dreamers; they are required to
have high creativity. One of the driving factors is creativity, imagination, and ideas. In addition, in
A Mild cigarette advertisement Sampoerna version people dreamers contains a satire that presents
the reality of the condition of the Indonesia in the future.
In 2012, in Afandi’s research entitled “A Mild Advertisement version should easily make it diicult
(Semiotic Pierce analysis)” there is social criticism message in the satire form to the Government.
Those advertisements showed that the community was compounded in the process of asking for
the stamp. Overall this A Mild advertisement give critiques the performance of the Government
during the new order with icons focusing on the ruler of the new regime. Especially the new
order regime of discrimination against ethnic Chinese which was compounded in nationality was
granted status as well as social activities culture. Whereas, behind the social criticism illustrated
in A Mild cigarette advertising, there is a sales strategy that gets around government rules that
prohibit cigarette advertisement serving directly. It is to create the ideology of consumerism in
advertising impressions that is indirectly telling the audience to purchase cigarettes. How to
attract consumers through advertising impressions creatively and make the audience attracted by
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the display in the visualization of the story A Mild cigarette advertisement.
In accordance with review of the literature above, theory is also necessary to discuss and answer
the problems in the vagueness identity of sign toward A Mild cigarette advertisement. First, at the
start with the analysis of the form of sign, this step involves written and oral forms. Second, the
function of the sign is analyzed using the theory of acts proposed by Searle (Yule, 1996:35). In the
theory, Searle stated that acts is divided into the ive language functions. The irst is representative
functions that follow the binding of speakers saying the truth including state, demand, recognize
report, show, and mention, give witness, and speculate, and so on. The second is directive function,
i.e. acts of speakers ‘ saying intended to let partners do the action mentioned in the speech like
force, invite, sent, urging, pleading, recommend, rule, and challenging. The third following the
speakers ‘ saying intended to evaluate of the things mentioned in the speech including praise,
thank, criticize, complain, blame, congratulate, and latter. The fourth function of commisive, i.e.
a binding of speakers saying to carry out what is mentioned in the utterances, such as promise,
swear, threaten, and state its capacity. The ifth is declarative function, i.e. acts of speakers ‘
saying intended to create it (status, circumstances, and so on), such as validating, decide, cancel,
prohibit, permit, grant, classify, and forgive.
Third, the application of semiotic proposed by Barthes is to explore the meaning of the sign that
take the stages of signiicance. The irst stage is related to the signiicance meaning mentioned
in denotative with the connotation signiicance. The stage can be obtained from myth and
ideology that is formed from the concept of thinking in society. To distinguish between the terms
used in the irst level, Barthes’ semiotic uses three diferent terms, namely, concept, form and
signiication. Mean = form, signiier signiied = concept, sign = signiication. As a system of twolevel semiotic, myths adopts the system as the foundation of the irst semiotic level. So myth is a
system that consists of a combined system of linguistics and semiotic system (Sunardi, 2002:104)
in the community. The irst stage of semiotics denotative sign consists of signiier and signiied,
while semiotics stage of both (connotation) signs consist of connotative signiier and signiied
connotative. In denotative we’ll see pictures or photos for granted, without any meaning behind
the image (photo). Then it became a cornerstone in denotative for the second level of semiotics
(connotation and myth) in which connotation is indeed built upon denoted. In the connotations we
elaborate the meaning of what’s behind that photo then we can pull a myth from it, and once we
know it, we can determine its ideology.
According to Barthes (Sawirman, 2005:115) the signiicance of the irst stage (denoted) is the
meaning of the sign, while the signiicance of the second stage (connotation) is the meaning that
is subjective or inter-subjective. For example is the word “corruption” with “kickbacks” money.
The following table can be used in analyzing the data.
Tabel 1. Barthes’s Signiication Phase
1
Signiier
2
Denotative
meaning
Signiied
3
Sign
I. Signiier
II. Signiied
III. Sign
Connotative
meaning
According to Eco (Piliang, 2003:40), every sign, meaning, the user of the sign, and the process of
signiication is a false sign. Thus, the relation between the sign, meaning, and reality (reference) is
something which has simulation. Simulation is the creation of reality based outside of reality in the
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real world as a reference, which is known as the reality of the second reality (Piliang, 2003:48-49).
In other words, the second reality was created by the help of technology sophistication. It makes
the second reality look like a real reality. As a result, the sign is uniied with reality. Meanwhile,
the process of formation in meaning is on the phase of denotative meanings as well through the
process of simulation. This process is deliberately created by advertisers so that the meaning
conveyed can be understood by the audience or readers. Simulation as the object cannot do and
get nothing except doing the simulation on an ongoing basis so that it could explain the object
captured by the reader as the object (Sunardi, 2002:45). Some experts stated that simulation is the
process of creating tangible through human reality so that references enabling the supernatural,
making the illusion, fantasy, fanciful become evident (Piliang, 2003:16)
Furthermore, signs, meanings, and the user of the sign have potentially a sign of deception
false sign, pseudo sign, and superlative sign. The false sign is a sign using wrong marker (false
signiier) to explain a concept that is wrong (Piliang, 2003:54). In addition, the false (pseudo
sign) is a sign which is not genuine, imitative, and tend to be less realistic; the reduction was
either a signiier. Signiiers tend to have true meaning, but the meaning is actually false (Piliang,
2003:54). In addition, the sign of extremes (superlative sign) is the sign shown in a model of
extreme signiication (hyper-signiication), such as intensiication of reality, an increase in the
efect, and a secondary meaning (extremity), which is more prominent than actual reality so that
a sign of being in the world, with engineering and make a mark out of touch with reality that he
presented with the sign hyperrealists.
RESEARCH METHOD
In a study, the results of research or rules are very important. Finding a rule requires certain ways
with methods and research techniques. This research uses descriptive research with qualitative
approach. This study aims to explain and describe the form of written and spoken forms, function,
and meaning of the sign in “The vagueness identity of sign toward A Mild cigarette advertisement”.
In addition, descriptive research can see the problems based on phenomena and facts in A Mild
cigarette advertisement. The results obtained can be said to be a portrait (Sudaryanto, 1993:8).
The data is a sign in A Mild cigarette advertising, either in the form of written and oral form. The
data is derived from electronic media, namely television, internet, and print media (billboards).
The research not directly takes place where advertising data published. In addition, the researcher
took the data from the billboards in A Mild cigarette advertising billboards. Data collection is
done using the observational method. The method used in collecting data was non participant
method because the researcher only recorded the data directly from a data source instead of
directly involved in the conversation (Sudaryanto, 1993:134). Distributional method was used to
analyze the data because oral and written forms data should be suitable with facts and phenomena
that occur outside A Mild cigarette advertisement.
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FINDINGS AND DISCUSSION
Figure 1. Storyboard A Mild Cigarette Advertisement theme Go Ahead in beach
Data 1: A Mild Cigarette Advertisement Go Ahead version in the beach
Tanda lingual
Go Ahead
“Lanjutkan”
(1.a.1)
(1.a.3)
(1.a.2)
(1.a.4)
Gambar 1
A Mild Cigarette Advertisement Go Ahead
version in the beach
Sumber
(http://www.youtube.com/
watch?v=MClXnaL81Rg)
The situation in the data 1 shows that the activity done was accompanied by music. A man
with short black curly hair on a beach who was confused cleaned the boards suring. He looked
unconident. No one got involved in suring. The situation seems confusing and for Indonesian
country in inding and solving the problem. Then, suddenly lot of people want to surf or do other
activities at the beach. In the end, a man was no doubt and conident to surf on the beach. The
situation implies that audiences should have positive thinking in further life.
Based on description and representation of the table above, the social realities happens outside the
text advertisement is the launch of trade cooperation between Indonesia and China. Moreover,
the text outside the advertisement is relected in verbal form. The irst is Go ahead. According
to the Oxford Advanced Learner’s Dictionary (2008:36), go ahead is to continue. Through this
verbal form, advertisers provide a solution to continue the life that has been lived before. The
second is the letter “A” Logo on the writing goes ahead. The position of red color is at the bottom
right corner of the image. The red color is used to reduce the sense of advertisers burdened by
the problem that is going on in Indonesia by purchasing A Mild cigarette product brand. Third,
a verbal form above is supported by advertising images in the form of non-verbal, i.e. man
with short black curly hair on a beach who was confused cleaned the boards suring. He looked
unconident. No one got involved in joining suring. The attitude of the man who looked confused
and unconident is a sign of unpreparedness in Indonesia which have problems at that time. Then,
suddenly a lot of people join and do various activities at the beach. It can be inferred from the
situation that reader or audience still has a lot of positive things that can be done. In the end, a
man who was conident to surf on the beach shows that the advertisers give an expectation on the
reader or audience to be positive in life.
It can be seen from the interpretation above that there are several functions of advertising. The
irst function is directive in which advertisers suggest the reader or audience to be optimistic
in facing problems. Second, the function of commisive shows that the advertiser suggested to
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remain conident to the Indonesian. The form of verbal and non-verbal and the function above
relects the process of getting meaning in advertising images. First, simulation process is the
creation of a real model which represents fact or reality, otherwise it can produce false sign and
hyperrealists which efect verbal form in the picture with the circumstances actually happened
outside the ad text. Second, false sign, hyper reality sign, and the relationship between inside and
outside of text create myth to bring a sense of trust on smoking A Mild cigarette. After that, the
myth is transformed into an ideology which creates believe system about smoking, such as the
substances nicotine in cigarettes can make the audience against smoking addiction so that not to
mention the dangers posed by smoking.
Figure 2. Storyboard A Mild Cigarette Advertisement theme Go Ahead in Oice
Data 2: A Mild Cigarette Advertisement Go Ahead version in Oice
Tanda lingual
Go Ahead
“Lanjutkan”
(1.b.1)
(1.b.2)
(1.b.3)
(1.b.4)
Gambar 2
A Mild Cigarette Advertisement Go Ahead
version in Oice
Sumber
(http://www.youtube.com/
watch?v=MClXnaL81Rg)
It can be seen from the advertisement that there an event accompanied by music in a beach where
there is a handsome man, wearing a white shirt, with short black hair and with high conidence.
However, the man has no black shadow color following him. Then, people in a bus have their own
shadows. The above description of the situation is the verbal form contained in A Mild cigarette.
Meanwhile, a form of non-verbal is the go ahead.
The table and the social realities that are happening outside of advertisement text show a growing
problem in Indonesia which afect the performance of the younger generation. The description of
the text outside of the advertisement also relates to text in advertisement through the form of nonverbal, namely: irst, “go ahead” meaning continue (see 6). Advertiser gives solution whatever
the problem come, but life must go on. Second, verbal form also support non-verbal form, i.e.
images (2. b. 1) of a handsome man, wearing a white shirt, with short black hair and with high
self conidence tends to interpret the spirit of the young generation. Images (2. b. 2) show the guy
who has black color shadow which follows him, as if the man was thinking about the problems on
his mind. Images (2. b. 3) show a man in a bus, people, and their own shadows relect thinking of
their own problems. Images (2. b. 4) show men who look sympathy to women who were next to
him, which symbolizes that every problem must have solution.
On the basis of the combination between verbal and non-verbal form above, the sign functions are
directive and commisive. Directive function is the reality relected outside the advertisement text,
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so the advertiser suggests the reader or audience to buy smoking A Mild cigarette. Commisive
function shows that the advertiser provides a motivation and willingness to face the problem. The
explanation of verbal, non verbal form, sign function in advertisement image, show that there are
several simulation processes of meaning. Reality creation refers to outside of reality itself as its
reference become second reality and produce false sign and hyper reality sign, then signs imitate
and lose contact with the reality. This case is caused by media in combination between verbal
and non-verbal forms. Then, a myth is created and make audience believe to consume A Mild
cigarette. The myth becomes ideology, and they grow become a system values and create such a
behavior to consume A Mild cigarette.
Figure 3. Storyboard A Mild Cigarette Advertisement theme Go Ahead in swimming Pool
Data 3: A Mild Cigarette Advertisement Go Ahead version in Swimming Pool
Tanda lingual
Go Ahead
“Lanjutkan”
(3.c.1)
(3.c.3)
(3.c.2)
(3.c.4)
Gambar 2
A Mild Cigarette Advertisement Go Ahead
version in Swimming Pool
Sumber
(http://www.youtube.com/
watch?v=MClXnaL81Rg)
In Data 3, it is illustrated that music is played accompanying an event. A fat man who is not
conident, less satisied with joy expressions is walking near a pool. When he will plunge over the
pool diving board he seems doubt, but the shadow following him convinces him. In the end, the
man leaps from the pool conidently, happily, and cheerfully.
The illustration and the context of the situation outside of the advertisement describes the hesitant
attitude owned by younger generation facing problems in Indonesia. In addition, the description
of the context situation outside the advertising related to the context of the situation in the in-text
advertisement itself through a form of verbal and non-verbal; go ahead which means continue
(see 6). The advertisers suggest the reader or the audience to always think ahead to achieve the
ideals in the future. Moreover, there is a form of verbal signs in advertisements, namely image
(3. c. 1) shows a fat man, less conident, less joyful with satisfaction expressions in the pool. The
description above is a sign of man unpreparedness from the image (3. c. 1) in facing the problem.
Image (3. c. 2 and 3.c.3) shows when the man would jump on top of any swimming pool diving
board he seemed in doubt. However, black color shadows always follow and convince him. The
description implies that there is a need for encouragement and support from people around who
can afect the spirit of the man’s life. Image (3. c. 4) shows a man who jumps from the pool looks
conident, satisied, and joyful. The image (3. c. 4) tend to be deined as a strong mental attitude to
face all of the problems occur. Later, the use of verbal and non-verbal forms above aims to attract
the sympathy of the audience or readers in order to buy A Mild cigarette.
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Seen from the representation of verbal and non-verbal form of the picture above, there is also a
function of the sign delivered by the advertisers, i.e. the commisive and directive. First, directive
function occurs when advertisers suggest readers to be hesitant and irm in living the life. Second,
commisive function can be seen from the interpretation that the advertisers suggest the readers to
be conident and able to face various issues in life. In verbal and non-verbal forms and functions
of the advertising sign above, there are processes of meaning to receive message to audience.
First, simulation process constitutes a process of creating reality found in the advertisement image
referring to truth reality, whereas second reality produces false sign and hyper reality sign. Second,
indirectly there is a myth that inhabits the audience mindset to believe in A Mild cigarette. It can
create the ideology which makes audience believe and think that it is true, i.e. consuming A Mild
cigarette.
CONCLUSION
Based on the research results and discussion above, the conclusion is as follows.
1. The form of the sign in A Mild cigarette advertising can be divided into two categories,
namely: verbal and non-verbal form, such as a picture, a symbol, and logo.
2. Related to the language theory proposed by Searle, A Mild cigarette ad relects two functions
of the ive functions, namely directive function and commisive functions.
3. A Mild cigarette Advertisement meaning that transcends the reality actually comes from a
false sign and the sign of hyper reality.
REFERENCES
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Arsyad, Ibrahim. 2013. Representasi Kreatiitas Iklan Rokok A Mild Sampoerna versi Orang
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Sunan Ampel.
Barthes, Roland. 1976. Mythology. London: Paladin Book.
Depdikbud. 2008. Kamus Besar Bahasa Indoesia. Jakarta: Balai Pustaka.
Hornby, A.S. 2008. Oxford Advanced Learner’s Dictionary of Current English. Oxford: Oxford
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Lavinson, SC. 1994. Pragmatics. Cambridge: Cambridge University Press.
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